摘要
本文以广告从业人员、广告专业大学教师和广告专业大学生为调查对象,研究了广告业行内人士有关广告人才创造力的内隐观。通过因素分析发现,广告人才创造力的内隐观主要涉及创新思维、创新执行力等九个因素。同时,三类人员的广告人才创造力的内隐观具有显著差异,但这种差异主要存在于广告从业人员与广告专业大学教师、广告从业人员与大学生之间。因此,加强三方人员的交流与合作,增进三方人员的共识十分重要。
In this paper the subjects are the employers of advertising, teachers of university and undergraduates majoring in advertising. We detected their implicit theories of creativity toward talented person in advertising field. There are two results: first, through factor analysis we find that there are nine factors about advertising people’s implicit theories of creativity which include creativity thinking, creativity capability et.al.. The result is somewhat different from relevant researches, which proves the...
出处
《浙江工业大学学报（社会科学版）》
2006年第2期225-231,共7页
Journal of Zhejiang University of Technology：Social Sciences
关键词
创造力
广告人才
内隐观
外显观
专业取向性
talented person in advertising field
implicit theories
explicit theories
major position
